Why it is important to refine your vision, by Mandy Barker
“A vision is a vivid mental image of what you want your business to be at some point in the future, based on your goals and aspirations. Having a vision will give your business a clear focus, and can stop you heading in the wrong direction.”
The best companies have a clear why now. Logic convinces you, not magic. You don’t need to be a visionary to have a vision. What is your belief? Why are you doing what you are doing?
People don’t buy what you do, they buy why you do it. All successful companies communicate from the inside out – they communicate, why (their vision), then what. In his talk, Simon Sinek speaks about how successful companies do this, in the most simple way.
What: know what you do
How: how do you do it? How do you inspire?
Why: very few know this. What is your purpose, your cause, what is your belief?
Audiences hunger for something that connects with them, something genuine. It is no longer just about a product or a service. Authenticity, purpose and transparency are what will make you stand out-they allow you to engage and have emotional connection with your audience. Communicating your ‘why’ is key, and will give your business substance. Your vision and ‘why’ – why you do what you do (your purpose), your belief, is how you are different. Your brand (tone of voice, what makes you unique, internal and external perceptions of your company) should reflect your vision. A vision will ensure clarity: your audience will understand your offer, and you will have focus of who that audience is. Once your vision has been clarified you can clarify your brands positioning, your brands identity and the customers you serve. A vision will be the core of your company for every decision you make going forward. It will also allow consistent brand messaging (internally and externally), clarity and focus. To give you context, I built Sail Creative with a purpose to do meaningful work, with good people, for meaningful organisations.
To work closely with clients, I find that using a facilitated workshop is invaluable to understand our clients, their business and goals. The workshop help to work closely with you to define your brand, vision, define your customer and prioritise your goals, through conversation and openness. It is flexible, open and collaborative. It has structure, helping everyone involved work in close collaboration throughout, working towards end result (established in the workshop). By defining your brand in this way, you are aligning the perceptions and opinions of your client and your own before you start execution of the identity.
Workshops are a unique opportunity to see yourself as you want others to see you, and how you work towards that. Prioritising and validating your customer and goals in this way creates a roadmap to create a strong brand identity that has impact and is appropriate. A brand created this way will give you and your team understanding, adding value through confidence, clarity (internally and externally) and how you are perceived in the market place. Creating an objective roadmap saves you time and energy going forward. Your vision is the core of your business, and once this is defined, it should be at the heart of your brand, your organisation, and everything you do. If you want to hear more, please contact us.